Changing family structures and childhood socialisation: a study of leisure consumption

Abstract

How children learn to function as consumers has been extensively reviewed in the consumer and marketing literature, although early childhood (5 to 7 years of age) has received relatively limited attention to-date. This study examines this process specifically in relation to the role of socialisation agents. It questions whether parents/guardians, who have traditionally been acknowledged as the primary socialisation agents, retain this influence in an era of changing family structures. Leisure-travel provides the context for review with children aged 5–7 the research population. Findings confirm parental influence to be pivotal across different family structures, but note that, in some structures and circumstances, this influence is shared, particularly with grandparents and the leisure industry. Future research opportunities include the need to examine this shared role further, to investigate leisure industry awareness and response to their influence and to investigate further the implications of social class and ethnicity upon the findings.

Keywords:

• children
• family
• grandparents
• consumer socialisation
• qualitative

Additional information

Notes on contributors

Philippa Hunter-Jones

Philippa Hunter-Jones is a Senior Lecturer in Marketing within the University of Liverpool Management School (Chatham Street, Liverpool, L69 7ZH, UK. Email <[email protected]>). She is particularly interested in the consumer behaviour of vulnerable consumers and has published within the tourism and marketing literature on the relationship between tourism and life limiting illnesses, carers, young people and the role of the not-for-profit sector. She is currently working on projects linked to service in unsettled times. Here she is engaging with the literature on bottom/base-of-the-pyramid consumers.